Managing and Developing Key Accounts
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Managing and Developing Key Accounts

Overview

Course duration: 2 days.

This thought provoking two day workshop focuses on maximising the potential of key accounts that are critical to an organisation’s success or failure.

This workshop covers the key skills required to maximise and maintain your key accounts, including: multiple relationship management, networking and strategic planning.

A strong focus will be placed on relationship building and the skills needed to protect key accounts from competitor attack. Individual coaching, self-appraisal and skills practices will ensure maximum participation and learning. Delegates will leave the course with strategy planning documents in CD ROM format.

Is it right for me?
Key account executives, account managers and those who are progressing into a key account management role, or who have limited experience in managing accounts. Fundamental sales skills are assumed and will not be covered on this course.

What will I learn?
By the end of this course you will be able to:
- Identify and understand the criteria for key accounts.
- Develop a creative, structured and value generating strategic account plan.
- Manage your business relationships to increase your business.
- Understand how to develop a planned approach to increasing business.
- Manage yourself and your time more effectively.
- Understand how behaviours affect both you and your clients.
I- dentify and overcome barriers in your organisation and your clients that prevent account development.
- Be aware of your own strengths, limitations, motivators and work motivators.
- Identify clearly areas for your future development.

What will it cover?
Account Management - It's Big Business
- The profile of a key account
- Selling and account management - the difference
- Account manager - your role and responsibilities

Prioritising - Who are the Key Accounts?
- Researching your customer's profile and position
- Investment versus return - get your priorities right
- Assessing your strengths, weaknesses and unique advantages
- Understanding the marketing process and where you fit in

Planning a Key Account Strategy
- Being clear about the potential of each account
- How to develop a key account over the long-term
- Longer buying cycles and their impact on your sales strategy
- Recognising threats and dealing with them
- Setting specific goals and objectives for each meeting

Relationship Management
- Understanding the organisational structure of your account
- Influencing and negotiating with multiple contacts
- Identifying cross selling opportunities
- Networking within your account
- Identifying and gaining future sales
- Client centred selling - focusing on the real needs
- How and when to adapt your account management style
- Productive meetings and how to achieve them

From Relationship to Partnership
- Strengthening the relationship through regular contact
- Alliances across an organisation to maintain preferred supplier status
- Constructing strategic service level agreements

Developing a Business Plan
- When and how to support presentations
- Effective presentations and the essential skills behind them
- How to ensure large contracts bring in large profits 

Teamwork to Support Key Accounts
- Planning how to support your key accounts
- Identifying and overcoming internal barriers that prevent quality support
- Ensuring all support staff play a key role in servicing your major accounts
- What to expect of your customer service staff
 
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Key Details
Duration2 days
 
£979
per delegate
 
 
Bookings Helpline: 01933 233884 (Monday to Thursday - 8:00am to 5:30pm and Friday 8:00am to 5:00pm).